Caxton Wines, the wine division of Pernod Ricard, has joined forces with its spirits arm PR Brands UK as part of an on-trade crusade for its Jacob's Creek brand.
Having established itself as one of the leading wine brands in the take home market, Jacob's Creek is now turning its attentions to the on-trade market and has set out to become as well known as the major lager brands such as Budweiser and Beck's.
Sophie Gallois, marketing controller for Caxton Wines, said: "The new frontier for Jacob's Creek is the on-trade and it's going to be our number one objective. There is a huge opportunity for growth in pubs and bars as they are about two years behind the off-trade."
Jacob's Creek is currently working with a number of leading pub operators and is negotiating a new listing with Greene King, while the sales teams of Caxton Wines and sister company PR Brands have joined forces to increase distribution of the Australian brand.
"The key way to get in the pubs is to explain to the publicans the different varieties, grapes and styles of Jacob's Creek," said Mrs Gallois. "We want to be very accessible rather than stuffy and snobby and it's essential that we educate licensees and their staff."
Jacob's Creek was one of four New World wines to enter The Publican Newspaper Brands Report 2001.
New point-of-sale material featuring coasters, back-bar bottle displays and tent cards complete with varietal information and tasting notes has been designed for the on-trade as part of a £1.4m marketing drive that includes TV advertising and activity around the Wimbledon Championships.